PR team: Good Relations
Timescale: June 2008-January 2009
Budget: In excess of £70,000
Ultragen, a brand unknown to consumers in the UK, wanted to launch an anti-ageing skincare device called Stop, at a high price, with no confirmed retailers on board.
- To launch and build awareness of Stop
- To raise awareness of the benefits of the technology behind the product
- To secure credible retail partners.
Strategy and plan
The PR team built endorsement from medical and cosmetic professionals. Key beauty bloggers were offered trials of the product. PR plans were presented to beauty buyers at Selfridges and Harvey Nichols. Supermodel Marie Helvin was secured as the 'face' of Stop and a photocall was staged in the window of Selfridges, creating customer buzz. Local press events around the country received regional coverage, and product samples were sent to celebrities.
Measurement and evaluation
A total of 116 articles appeared in titles such as The Sunday Times Style, Grazia, Easy Living, She, Harper's and Tatler. GMTV's LK Today programme gave a full product demonstration. Features appeared in the Mail on Sunday and in key regional media.
Both Selfridges and Harvey Nichols were secured as distributors, along with smaller retailers. Harvey Nichols reported Stop was flying off the shelves and placed emergency repeat orders in the run-up to Christmas.